Food delivery platform Zomato’s latest advertising campaign, which includes Bollywood actors Hrithik Roshan and Katrina Kaif, has been scrutinized on social media. People mentioned that the ads were ‘deaf’ especially when the poor working situation of the food delivery staff came to the fore. Some have even pointed out how money is spent on celebrities for a number of meals, but they don’t have to pay delivery staff. Now, Zomato has released a statement clarifying their motives behind the ad.
Hrithik and Katrina are grateful to the delivery executives for the two ads that have sparked criticism as they work hard to deliver food to customers’ doorsteps on time. While one Hrithik is giving a selfie to the delivery person, another Katrina gives him his birthday cake as a gift. But, in both ads, the delivery man leaves because he has to place the next order on time. The name of the campaign is ‘Her Customer is a Star’.
Zomato’s statement on Twitter said, “These ads were conceived months ago (long before any social media chat about Gig employees’ pay/working conditions) and were shot 2 months ago.” It further mentions the ‘goal’ of the ad which was “to make the delivery partner the protagonist of the ad, highlighting that we should talk respectfully with the delivery partners, increase the level of dignity with the delivery partner’s job, show pride that most of our delivery partners are our customers.” Serves and repeats that every customer is no less than a star and Hrithik or Katrina for us.
Jomato further clarified that the ads were ‘motivated’ but were misinterpreted by some people. It also acknowledged the low pay, lack of incentives and safety of life and said it was working to make things better for its delivery staff.
However, it is still a hassle for social media users. One of them responded to Zomato’s statement, “Your ad was insensitive and tasted bad, and if you really care about the response, you need to withdraw it as soon as possible.” Another said food companies should stop giving “inadequate” explanations and “make things easier for your delivery staff. Stop exploiting them. Pay well. Respect their staff (not partners). Stop cheating on their experience.” ”